by Miriam Hara | Jan 28, 2025 | Agency, Branding, Business Success, Creative, Marketing
If there is one thing that has remained with the test of time in the brand marketing world, it is ‘The Brief’. It has been the ‘one document’ that bridges streamlined information about the brand between brand marketers and creative marketing agencies since… or even before madmen.
It’s in the Brief.
The Brief is about providing the right information, so that it can create and offer up the best possible solution for the brand objective at hand and deliver on the brand strategies it stipulated. It provides the agency with the “objective reference” to assess their creative concepts and innovations against.
It’s the Brief that Counts.
Regardless of the tools that marketers have at their disposal to reach their audiences and to measure the effectiveness of their tactics, It’s the brief that counts. In today’s business world overflowing with marketing tools, data analytics, and performance metrics and, let’s face it, information overload.
As a result of all these metrics there is an undeniable pressure for corporations, brand marketers and agencies to create ideas that deliver on specific KPIs and of course, ROIs. And the only way to achieve this is in the creation of a good brief.
It’s all about The Brief.
What constitutes a good brief is simple, but it isn’t easy to create by any stretch of the imagination. A good brief is based on solid strategic thinking, providing the foundational work for the agency to pick up the baton and run with in.
What’s in The Brief.
Over the decades of running this agency, both my team and myself have had the distinct privilege of attending numerous strategic sessions for many brands… providing our agency an additional vision of the brand. But that is not always the case. Often, more than I would like, we are in a competitive situation where every word and subtlety is weighed heavily. A well written brief provides strategic clarity that enables the agency to deliver on the objectives and perhaps even exceed expectations based on the defined parameters that is set within it.
Where’s the Brief?
When we receive a mandate, this is the first question my teams always ask… Because every great campaign starts with one thing: a great brief.
by Miriam Hara | Jan 14, 2025 | Branding, Marketing
Millennials: All Grown Up.
While Millennials (ages 27–43) may have less wealth than previous generations (Baby boomers and Gex X), their purchasing power is strategic, values-driven, and intentional. There’s much ado about Gen Z , and in fact that generation may be grabbing the lion’s share of recent headlines, however, Millennials continue to hold the real and relevant power.
Authenticity Wins. Every Time.
Winning over Millennials isn’t about flashy campaigns or surface-level appeals. For brands to earn their following (pun intended) it’s about showing up with purpose, building trust, and proving that your brand isn’t just selling something—it’s standing for something.
For Millennials, every purchase is a statement. Every brand choice is a reflection of who they are.
The Financial Reality: Value Over Volume
Millennials have entered adulthood burdened by student loans, housing crises, and rising inflation. Despite these many hurdles, they continue to be discerning consumers. They don’t just spend—they invest. Whether it’s a well-made appliance, a sustainable brand, or a memory-laden experience, Millennials seek purchases that promise long-term value.
Private-label brands have earned their loyalty not just by being affordable, but by being good. But that doesn’t mean that Millennials won’t spend on premium products— they will, as long as they can justify the cost.
Health and Wellbeing: A Lifestyle, Not a Luxury
It started with Gen X, but Millennials took health and wellbeing to the next level. Physical fitness, mental well-being, and emotional balance are non-negotiables. In fact, it’s part of their lifestyle. Mental health takes centre stage, as can be seen by the adoption of therapy apps and mindfulness tools available. Brands and business that offer genuine, holistic health solutions stand to win.
Ethics Over Everything: The Loyalty Factor
Millennials don’t just buy products; they buy into brands. Transparency, fair labor practices, and sustainability aren’t perks—they’re the price of entry for any brand that wants to have an impact with this generation.
Representation matters. We’ve seen the shift for ourselves. Advertising needs to reflect the world Millennials live in—diverse, inclusive, and real. Campaigns that merely tick boxes fail to make an impact, with no true follow up won’t cut it. Only brands that are rooted genuine storytelling build loyalty that lasts.
Technology: The Trust Currency
For Millennials, technology is oxygen. They embrace tools that streamline their lives. But convenience alone won’t win them over—trust is the true currency. A glitchy app, a complex return policy, or a slow customer service response aren’t tolerated. Any one of these, and the technology is toast.
Experiential: Redefining Luxury
Not big on designer bags or shiny watches; what’s really in is an experience. A sunset dinner, a perfectly planned vacation, or a once-in-a-lifetime adventure—these are the new status symbols. However, Millennials are still practical. Convenience, seamless booking systems, and stress-free planning tools turn travel into something worth splurging on.
The Real Question
Millennials have always been the butt of jokes about avocado toast and digital dependency. But they are so much more. You’ll find this generation quietly rewriting the rules of value, loyalty, and influence. Millennials aren’t just consumers—they’re cultural architects.
The question isn’t whether Millennials are still relevant. The question is: Are brands paying attention?
by Tara Ford | Dec 17, 2024 | Advertising, Agency, Branding
The holiday season is full steam ahead, bringing with it sparkling silver bells, holiday imagery and of course seasonal advertising. It almost seems as though snowflakes come pre-loaded with cherished memories and iconic movie moments that have shaped how we see the holidays, and smart marketers know just how to tap into that nostalgia.
Take A Christmas Story and the infamous leg lamp as an example.
It isn’t just a quirky movie set prop, it’s become a pop-culture icon that shows up everywhere, including in Wayfair’s holiday ad this year. And get this, the actor who played 9-year-old Ralphie Parker even appears in the ad! Suddenly, we’re transported back to cozy Christmas mornings, unwrapping gifts by the tree, and perhaps even daring each other to stick our tongues to frozen flagpoles.
Then there’s Home Alone, where Kevin McCallister peaked our imaginations.
What fun it is to watch him defending his home with creativity, determination, and a heart filled dose of holiday spirit. It’s no wonder brands still reference his booby-trap antics decades later. The mischievous satisfaction of outsmarting the bad guys never gets old.
Even Rudolph the Red-Nosed Reindeer, that beloved holiday classic.
This household name owes its existence to a clever marketing campaign. Did you know Rudolph was originally created by a graphic designer for a department store promotion in 1939? Talk about branding brilliance that stood the test of time.
These memories create a common ground for fun conversation across all generations.
It’s funny how something as simple as a familiar movie scene or beloved character can spark such warm feelings. Nostalgia is powerful, and when brands tap into it authentically, they create emotional connections that last far beyond the holiday season.
So, as you wrap up this year (pun intended), take some time to enjoy one of those timeless holiday films that still make you smile. Cheers to a season filled with joy, warmth, and maybe even a leg lamp or two.
by Miriam Hara | Nov 19, 2024 | Branding, Creative, Design, Marketing
Embracing Bold Moves: When and How to Rebrand a Legacy Brand’s Packaging Without Losing Heritage
Legacy brands carry a rich history, often evoking nostalgia and trust among loyal consumers. However, as consumer tastes evolve, even iconic brands must refresh their image to remain relevant. Rebranding packaging is a delicate process, especially for brands with a deep heritage, where there’s a fine balance between staying true to tradition and embracing modernity. Here’s how to revamp your brand’s packaging while honoring its legacy and maintaining loyal customers.
1. Recognizing the Need for a Packaging Refresh
For legacy brands, the decision to refresh packaging often comes from shifting market trends or consumer demands. The key here is to understand that a brand’s packaging speaks volumes about its identity. Is your current design feeling outdated in today’s sleek, minimalist world? Are competitors’ modern designs outshining yours on the shelves? A refresh doesn’t mean losing your brand’s heritage, but rather making sure it stays relevant.
Example: Look at how Coca-Cola has kept its iconic red and white colour scheme but continuously evolves its packaging. The subtle tweaks ensure the brand looks fresh without losing its instantly recognizable identity.
2. Stay True to Key Elements
Just like Dunkin’ retained its vibrant colours and recognizable font during its rebrand, legacy brands should maintain the visual elements that make them iconic. Think about the core aspects of your packaging design—colours, logos, fonts, or symbols that have emotional resonance with consumers. These elements anchor your brand’s identity.
Example: When Guinness refreshed its packaging, they kept the familiar harp symbol but modernized its design to appeal to a younger audience while retaining the essence of their heritage.
3. Balance Tradition with Modern Design
The challenge of rebranding a legacy brand’s packaging lies in walking the line between tradition and innovation. Your packaging must evolve to meet current market demands but also pay homage to the rich history your brand embodies. Modern design trends such as minimalism, flat design, or even eco-friendly packaging can be introduced in ways that highlight your brand’s authenticity rather than overshadow it.
Tip: Consider simplifying your design while keeping classic elements like colour schemes and logos. Streamlining the package can communicate modernity without diminishing the brand’s heritage.
4. Communicate the Story Behind the Refresh
One of the most effective ways to ensure a successful rebrand for a legacy brand is to communicate the why behind the change. Share the journey of the brand, explain the significance of the updated design, and ensure that consumers understand this is not a departure from tradition, but rather a step forward. Tell a compelling story that bridges the old with the new, creating an emotional connection.
Example: When luxury chocolate brand Godiva updated its packaging, they told the story of the craftsmanship and passion that still go into each box. The new design felt luxurious yet modern, without forgetting its Belgian roots.
5. Test and Involve Your Audience
A legacy brand’s audience often feels a strong attachment to its existing packaging. Testing potential designs with a group of loyal customers can provide valuable insights and help you fine-tune the refresh without straying too far from what they love. Involving them in the process makes them feel like stakeholders in the brand’s future.
Tip: A/B testing or focus groups can help gauge reactions before the full-scale rollout, ensuring you don’t alienate your core audience.
6. Ensure a Gradual Rollout
Just as Dunkin’ gradually transitioned its branding from “Dunkin Donuts” to “Dunkin,” a legacy brand’s packaging refresh should be rolled out in phases. A sudden overhaul can alienate loyal customers, while a gradual transition helps them adjust to the changes. During the transition, it’s vital to reinforce your brand’s legacy by highlighting the heritage elements that have been retained.
7. Prepare for Pushback—and Address It Gracefully
Change, especially for legacy brands, can often lead to pushback from die-hard fans. Prepare for this with clear messaging. Be transparent about why the refresh was necessary and how it benefits the brand and its consumers. Respond to concerns respectfully, reassuring customers that the brand they love is still very much intact.
Example: Burberry faced backlash when they updated their iconic logo. However, they handled it by explaining the need to modernize while staying true to their British roots, which helped ease the transition.
8. Celebrate the Brand’s Evolution
Finally, celebrate the evolution of your brand. Show consumers that the refresh is part of your brand’s journey and continued commitment to excellence. Use the opportunity to highlight the brand’s history while embracing its future. Special edition packaging or promotional campaigns that nod to the brand’s past can help reinforce the feeling that while the packaging may change, the core of the brand remains the same.
Stay True to your Roots
Refreshing the packaging of a legacy brand is a bold move but can be done without losing your heritage. By staying true to your roots, involving your audience, and embracing a modern, forward-thinking approach, you can ensure your brand continues to stand out on shelves while honouring its legacy. A successful rebrand isn’t about forgetting the past—it’s about respecting it while evolving to meet the future.
by Miriam Hara | Oct 15, 2024 | Branding, Business Success, Marketing
Is brand potential an elusive goal?
How do you know, as a marketer, if the brand you’ve been entrusted with has truly achieved its full potential? It goes beyond just success or meeting KPIs like market share, sales growth, or market penetration.
It’s natural that we are up close and personal with the brand
If you’re a solid brand manager, you likely know your brand inside and out. It almost becomes an extension of who you are! On the flip side, maybe you’re too close to see the bigger picture. The goals and objectives you’ve set may not actually be at the pinnacle of what’s possible. In other words, maybe your brand has yet to achieve its true potential, and there’s still more to reach.
As marketers, we celebrate milestones—like incremental increases in market share (yes!) or stronger market penetration, because they translate into healthy, profitable outcomes. But what if, instead of celebrating, we should be reflecting on what the brand hasn’t achieved?
Is your brand leaving its true brand potential on the table. This is really the true definition of missed opportunity.
Pushing the envelope
Even though you’ve experienced successful outcomes from your brand initiatives, maybe there’s still more on the table. Maybe your brand hasn’t fully reached what it could, even if what you’ve accomplished is already impressive.
So how do you know when your brand has truly reached its full potential? What measures can you put in place to ensure you’re pushing the limits and maximizing every opportunity? Here are a few takeaways to keep in mind when your brand initiatives seem successful:
- Don’t rely on the past. The market is present. Every day brings change. Past accomplishments are best viewed in a rear view mirror. Look to the future and always reassess.
- Stay uncomfortable. If you’re comfortable with your brand’s growth, it’s time to disrupt that. Challenge what you believe is possible. Unlocking a brand’s potential means never coasting.
- Playing it safe is risky. Dare to create strategies that shake up the norm. Be unpredictable. Just because something hasn’t been done before, doesn’t mean it’s wrong. And if it has been done, maybe now is the right time to make it right! Make sure your initiatives grab attention, make noise and stand out.
- Be ambitious for your brand. Reach and strive to attain the outer limits of what’s considered an acceptable objective. No ambitious goals…means you are being complacent. And that is never good for a brand or for business.
- Use the 3-year-old conversation approach: Always ask questions. Continually assess. If campaigns or initiatives were successful, ask why?
Remember, success doesn’t always mean you’ve reached maximum achievement or full brand potential. Striving for more is how you unlock a greater brand potential!
by Miriam Hara | Oct 8, 2024 | Branding, Business Success
So You’re a Market Leader
As a brand manager, it’s easy to become comfortable when your brand is riding high on a wave of loyalty with the market share and sales to prove it. But here’s the truth: brand loyalty isn’t a given and it isn’t easily earned either. Sometimes based on market conditions, being the market leader doesn’t always translate into true brand loyalty. Regardless, it’s certainly not something that remains static.
Brand loyalty doesn’t come about simply because your brand is out there – and I would go even further to say – if you’re the only one out there.
A brand loyal customer base is the result of constant nurturing, respect, and—most importantly—consistent evolution. Your customers may love you today, but if you don’t continue to invest in that relationship, tomorrow’s landscape could look very different.
Why Complacency is the Enemy of Loyalty
I have always maintained that brand is a living organism. It must evolve and grow. When a brand reaches a certain level of success, there’s a temptation to pull back, thinking the hard work is over. However, like brand, brand loyalty is a living, breathing thing. It needs attention, care, and—yes—respect.
Consumers want to feel valued, and part of that value comes from knowing the brand they’re committed to is committed to them… and is in constant improving and growing mode.
Ignoring the need for continuous investment and evolution sends the wrong message to your consumer base: “We’ve done enough.” Even if you are a brand staple, there are ways for your brand to become more than that. Consumers need to know that you’ve got their back… that your mission is always to serve up things that make their lives, easier, better, warmer, happier and effortless.
And if that’s not enough of an incentive to keep investing and growing, remember that no market is foolproof, you can count on market dynamics shifting, and competitors are always ready to pounce, when they see an opening to just nudge it and take a little bite out of your loyal following.
Loyalty is More Than a Transaction—It’s Validation
I’ve mentioned it before, even if your brand is a market leader, it’s not enough to simply assume that dominance guarantees loyalty. Consumers want to feel validated in their choice of brand, especially when they’ve been loyal for years. It’s about recognizing their support and providing them with reassurance that they’ve made the right decision. This means brand managers needs to continuously invest in their brand to maintain a constant relationship with their customer base.
The Investment That Keeps Giving
Consistent investment, whether in marketing, customer experience, or product innovation, is key to maintaining your brand’s place in the hearts and minds of your customers. This investment can take many forms. It can be through new product innovations or offerings, exclusive offers other than rebates or coupons. The investment must reinforce the values that drew consumers to your brand in the first place. It can take the form of usage tips, how to, DIY or entering in a fun contest, information that is authentic and true to the brand persona.
Your consumers are your best brand ambassadors, but they need to be reassured that their advocacy is well-placed.
By continuing to engage with your audience and offering them these reminders, you’re not just thanking them—you’re reinforcing the connection and giving them reasons to keep choosing you.
Showing Respect is Powerful
Staying relevant by evolving is one of the most powerful ways for a brand to show respect. It demonstrates to brand loyalists that their loyalty is being recognized and isn’t being taken for granted. Whether it’s adapting your messaging, launching new products, or updating your brand identity to better reflect today’s cultural landscape, keeping things fresh demonstrates to your customers that you’re in it for the long haul—just like they are.
At the end of the day, it all comes down to this. When a brand understands the ongoing relationship it needs to have with its consumer base, it doesn’t just keep them—it keeps growing alongside them.
